gpec adwords presentation 2014
DESCRIPTION
My presentation at GPeC in Rumania 2014 - "10 valuable AdWords features you should use to increase performance"TRANSCRIPT
8 Valuable AdWords features you should not overlook
>> Increase your AdWords ROI <<
>> What is HOT in AdWords? <<
1. Dynamic Search Ads2. Google Shopping Ads3. Automized optimization4. Campaign tracking – offline also5. Gender and age in Analytics and AdWords6. Segmentation and remarketing7. Remarketing on Search8. Dynamic Remarketing
8 hot topics
Master of Science (MSc) in Business Administration and Management Science
>> Me… <<
@Webanalytiker
>> Kleenex moments <<
Search
”Normal”
Company Brand
Product Brands
Generic
RLSA
RLSA
Dynamic
Google Shopping
DSA
Display
Display Remarketing Display
Dynamic Remarketing YouTube
>> AdWords campaign types <<
>> Let Google do your setup <<
Extend with Dynamic
Campaigns
1
>> Dynamic Search Ads<<
1
2
Google matches the search with the searchterms found on your websiteGoogle creates an ad like this:
{Dynamic headline} (Search term)Wonderful TXT about your productsMore selling pointsXYC.com
Google searches your website
1
>> DSA Tips! <<
DSA is an investment
1
Use DSA to inspire and develop the account1
Remember negative pages, areas and Keywords2
To increase ROI – only target by remarketing list3
>> Google Shopping Ads << 2
>> Google Shopping Ads <<
Merchant
1
2
You create a productlist with all your products and specifications defined by Google
You upload your productfeed to the Google Merchant Center
When people search and the search matches your product Google shows the picture, price and the link to your shop
2
>> DSA & Shopping ads Case <<
Client wanted more sale
December share for DSA + PLA:
25% of spend
22% of Revenue –
all extra
2
>> Optimize while you drink beer <<
Use rules and scripts!
Automized optimization:
3
>> The ”Drink beer” optimization <<
//Use rules for 100% automization
Promotion Ads• Use rules for
activating and pausing promotions
Low performing• Decrease bids
for low performing keywords
• Stop bad performing ads
Ad positions• Increase bid to
ensure position
3
Scripts are advanced rules!
• Check for dead links• Ad keywords from ”search terms”• QS average• Ad negative keywords in dynamic
campaigns
www.freeadwordsscripts.com
>> The ”Drink beer” optimization << 3
>> Track all campaigns! <<
”If it is not worth tracking, it is not worth paying for”
4
Normal campaign tracking – UTM on all links1
QR codes – use UTM codes on the link2
Offline? Use shortlink and redirect3
Yourdomain.ro/offer1 >> yourdomain.ro/LonglinkWith?utm_source=offline
>> Demographics in Analytics << 5
>> Segment your users << 6
>> Segment your users << 6
AdWords
SEONewsletter
Conversion Rate Optimization
>> Segment your users << 6
>> Segment your users << 6
News
>> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first visitors back
6
>> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first visitors back
6
>> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first time visitors back
6
>> Segments <<
Avinash : Google Whales
Simo: Abandoment segment
Me: Get first time visitors back
www.webjuice.dk/gpec
6
>> Remarketing<<
People visit your
website
Visitor are added to your
remarketing list
Show them your ads while they browse
the web
Remarketing
6
>> RLSA <<
1. Visit your shop2. They are added to
Remarketing list
1
2
1. Next time people search2. You can bid higher for a better
position – you’re only shown to people interested
7
Remarketing List for Search Ads!
>> Dynamic Remarketing <<
People visit your website
Visitor are added to your
remarketing list
Show them your ads while they
browse the web
Connect your google
merchant center account
Show them tailbred ads based on products that thyve viewed on
your site
Dynamic remarketingRemarketing
8
Great for relevant Display ads1
Not optimal if products is not replaceable – like cables2
>> Summing up <<
• Use DSA for growth and keyword research• Be ready for Google Shopping Ads• Automize the optimization and drink beer
instead• Track everything, also offline campaigns• Target your AdWords on age and gender with
high CR• Segment your remarketing and see magic• Remarketing on search – great stuff!• Dynamic remarketing, give it a try
Learn and earn:
Jacob KildebogaardJk @webjuice.dk@Webanalytiker